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Insert your own joke here: Next month’s Twitter is killing the fleets – posts that disappear after 24 hours – citing low user adoption. The decision to expire the tweet expiration feature comes less than a year after Twitter widely launched Fleets last November.
As of August 3, Twitter Fleets will no longer be available, the social network announced. “We are sorry or you are welcome”, the company tweeted brazenly from his main @Twitter on Tuesday.
The fleets mimicked other time-limited formats like Snapchat Stories, as well as Facebook and Instagram’s own copy versions.
“We built Fleets as a fleeting, less stressful way for people to share fleeting thoughts,” Ilya Brown, vice president of products at Twitter, wrote in a blog post Wednesday. “We were hopeful that Fleets would help more people feel comfortable joining the conversation on Twitter. But since we introduced Fleets to everyone, we haven’t seen an increase in the number of new people joining the conversation with Fleets as we had hoped.
Research conducted earlier this year indicated that fleets were falling short. In January, just 7.7% of Twitter users in the US said they posted a fleet, a marginal increase from 6% just after the feature launched, according to a YouGov poll.
According to Twitter, the company plans to use what it has learned from Fleets’ relatively short existence to create other ways for users to engage with the platform.
For example, Twitter found that most fleets include photos and videos. The company plans to test the tweet composer and camera updates soon to incorporate features from Fleets, such as its full-screen camera, text formatting options and GIF stickers, according to Brown.
The company also found that fleets were primarily used by people who were already actively tweeting, in order to amplify their own tweets and speak directly with others, while executives believed fleets would be more attractive to less tweeters. prolific.
“We will explore other ways to resolve what is preventing people from participating on Twitter,” Brown wrote.
Twitter has posted the fleets of the accounts you follow at the top of the timeline. This “continues to be a great place to highlight what’s going on right now,” according to Brown, so the app will show live audio chats from Twitter Spaces when someone you follow is hosting or speaking in a room. Spaces session. The company had run an ad test in Fleets, which ended as planned last month; Brown noted that these marked “one of our first explorations of full screen and vertical ads.” We take a close look at the lessons to assess the performance of these ads on Twitter.
Shutting down Fleets is a standard part of Twitter’s product development cycle, according to Brown. “If we don’t evolve our approach and reduce functionality every now and then, we’re not taking enough risk,” he wrote.
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